He Gets Us

Servant Foundation

CTV/OTT AdvertisingNon-Profit OrganizationNorth AmericaUnited States2023

Campaign Objective

To spark curiosity about Jesus’s teachings among a broad audience, funneling interested viewers to learn more or get involved after the commercials.

Campaign Story

In two emotionally charged Super Bowl spots (#HeGetsUs), black-and-white imagery with inclusive messages about love and forgiveness built to a final call-to-action: “Scan to learn more about Jesus.” Viewers who scanned the closing QR code were directed to HeGetsUs.com, where they could read about the campaign’s message, find local discussion groups, or even text for prayer. The QR code bridged the gap from an intrigue-building TV ad to actionable next steps in the viewer’s faith journey.

Execution

The Servant Foundation invested $100 million into the “He Gets Us” media blitz, including two SB spots

Each ad ended with a clearly visible QR code and simple CTA encouraging scanning

Scanning opened a mobile site featuring information on Jesus, an option to chat or sign up for Bible reading plans, and links to partner churches

The campaign followed up with those who signed up via email and text, inviting ongoing engagement

Post-game, news articles and social media discussions further amplified the campaign’s controversial-yet-curious messaging.

Campaign Success

The campaign reported over 100 million ad views. Specific QR scan metrics weren’t disclosed, but the foundation noted “thousands” of sign-ups and inquiries immediately following the Super Bowl. The ads succeeded in sparking national conversation about the campaign’s message.